In psychology, a heuristic is an easy-to-compute procedure or "rule of thumb" that people use when forming beliefs, judgments or decisions. The familiarity heuristic was developed based on the discovery of the availability heuristic by psychologists Amos Tversky and Daniel Kahneman. It can be applied to various situations that individuals experience in real life when these situations appear similar to previous situations, especially if the individuals are experiencing a high cognitive load. This heuristic is useful in most situations and can be applied to many fields of knowledge including medicine, psychology, sports, marketing, outdoor activities, and consumer choices.
Read more about Familiarity Heuristic: Definition and History, Important Research, Applications, Current Criticisms
Famous quotes containing the word familiarity:
“With a new familiarity and a flesh-creeping “homeliness” entirely of this unreal, materialistic world, where all “sentiment” is coarsely manufactured and advertised in colossal sickly captions, disguised for the sweet tooth of a monstrous baby called “the Public,” the family as it is, broken up on all hands by the agency of feminist and economic propaganda, reconstitutes itself in the image of the state.”
—Percy Wyndham Lewis (1882–1957)